Adidas has announced that it is entering F1 in a multi-year partnership with Mercedes.
Sportswear manufacturer, Adidas is making its first foray into F1 with Mercedes in a multi-year partnership, which will see them supply Mercedes with team kits, footwear and accessories for both the team and fans alike, with limited-edition products planned across the season.
Adidas CEO, Bjorn Gulden is “very happy” to enter F1 which is reaching “… new consumers and has a big influence on sport and street culture.”
Gulden added that Adidas “are extremely proud” to partner Mercedes and has pledged to support the team in their hunt for on-track success, whilst bringing fresh products to fans.
“We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans.”
Mercedes Co-owner, CEO and Team Principal, Toto Wolff iterated that this partnership marks a statement of intent as the team prepare for its first season without Sir Lewis Hamilton since 2012, following the Brit’s decision to move to Ferrari.
“Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too.
“This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships.”
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